Trade shows in the decorated apparel industry are changing to provide more value for print shop owners. On Episode 326 of the Shirt Show podcast, Dylan sits down with Kayla McGarry, Group Show Director for Impressions Expo. Together, they discuss new show layouts, expanded educational opportunities, and how trade shows help decorators grow their operations.
Kayla brings over fifteen years of trade show experience, starting from booth construction to directing major industry expos. In this episode, she breaks down how Impressions Expo listens to attendee feedback to create better networking events, business classes, and equipment demonstrations for screen printers and embroiderers.
EXPANDING TRADE SHOW EDUCATION WITH MANIFEST AND MADE LAB
Modern trade show attendees want practical knowledge that they can bring back to their production floor. Leaving a shop to attend an event requires time and money, so the educational content must deliver real value. To meet this need, Impressions Expo partnered with MADE Lab to introduce Manifest, a specialized conference launched alongside Impressions Expo Dallas.
This partnership brings structured workshops, technical camps, and business classes directly to the show floor. Classes are divided into beginner and advanced tracks, covering key topics like artwork preparation, special effects, water-based printing, and embroidery. Bringing outside business speakers together with technical print experts helps shop owners improve both their print quality and their daily profit margins.
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NAVIGATING VENUE LOGISTICS AND REGIONAL SHOW VALUE
Planning a major trade show requires balancing facility space, location, and heavy equipment requirements. Screen printing machinery relies on specialized building infrastructure, including high-capacity electric power and dedicated compressed air lines. These technical demands limit the number of convention centers that can host production-focused industry events.
Regional events like Atlantic City offer distinct advantages for print shops in the eastern region. While large shows like Long Beach attract high overall attendance, smaller regional expos provide a focused environment. Attendees can talk directly with equipment manufacturers, compare supplies, and complete purchases without dealing with massive crowd congestion.
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IN-PERSON NETWORKING AND MACHINERY DEMONSTRATIONS
Attending a trade show in person gives shop owners hands-on advantages that online research cannot match. Seeing presses run live, checking print hand-feel, and testing new ink formulations allow managers to make confident purchasing decisions. Asking questions directly to machine builders helps shops select equipment that fits their exact workflow.
After-hours networking is another critical part of the trade show experience. Meeting with other print shop owners during evening events allows decorators to share advice on pricing, hiring, and workflow bottlenecks. Building these connections helps shop owners solve everyday operational challenges and stay motivated throughout the year.
KEY TAKEAWAYS
- Hands-on education drives value. Partnering with industry educators brings practical, technical, and business training directly to trade show attendees.
- Infrastructure dictates venue options. Heavy screen printing equipment relies on specific facility capabilities like compressed air, limiting where production shows can be hosted.
- Regional shows deliver focused business. Smaller regional expos give decorators a streamlined setting to meet suppliers, test machinery, and complete equipment purchases.
- In-person evaluation protects investments. Seeing presses run live and testing print hand-feel ensures shop owners select the right equipment for their production floor.
- Networking builds long-term support. Connecting with peers after show hours creates valuable relationships that help shop owners navigate business challenges.